Inclusive advertising at the 2024 Paralympics

Discover more about Channel 4’s ambition to subtitle 100% of ads airing around the games

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Jul 14, 2024

This was originally posted on the Peach website. Find out more about the rebrand from Peach to Cape.io.

With the Paralympics on the horizon, UK broadcaster - publisher Channel 4 is the official UK media partner for the games, which this year is set in Paris.

Coverage of the events is split across Channel 4 TV and 18 simultaneous live streams on YouTube. Channel 4 Sport’s YouTube channel will broadcast every single televised moment of live sport from the Games.

More than 4,400 athletes are set to compete in 22 different sports in the Paris 2024 Paralympic Games which will be shown across Channel 4, More4, Channel 4 streaming and social channels from 28 August – 8 September. Channel 4 is set to broadcast hundreds of hours of Parasports as well the Opening and Closing Ceremonies to millions of viewers across the UK.

Channel 4 is committed to enabling an accessible and immersive experience for all watching and strongly encourages advertisers to subtitle their ads for the deaf and hard-of-hearing. There is an ambition for 100% of advertising that airs around the games be subtitled and there is a push for as many of the ads subtitled as possible.

At Peach, we are supporting this through our ad delivery product Peach Connect. Not only do we support the delivery of ads with CC already included, but we also offer access services which can be booked in the product.

Try it out today and make your ads inclusive for all.

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